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4Chapter 4
Principles of BusinessCommunication
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Chapter 4 Krizan Business Communication 2005 2
When composing
business messages,effective writersfollow the KISS rule.
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Chapter 4 Krizan Business Communication 2005 3
K
IS
S
KeepIt Short and
Simple
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Chapter 4 Krizan Business Communication 2005 4
Finding effective wordsis made easier byusing a
Dictionaryword meaningand spelling
Thesaurussimilar wordsor shades of meaning
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Chapter 4 Krizan Business Communication 2005 5
These six principles
will help the receiverunderstand your
message.
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Principle 1
Select you-viewpointwords, analyzing
receivers knowledge,interests, and opinions
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Principle 2
Use precise words toassure your message will
be correctly interpretedby the receiver
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Principle 3
Choose strong nouns and
verbs creating vivid
images for the receiver
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Principle 4
Use positive words to
emphasize what your
company can do
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Principle 5
Avoid overused words
which makes your
message less precise
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Chapter 4 Krizan Business Communication 2005 11
Principle 6
Avoid obsolete words
which are dull, dated, and
stiff
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Four principles will
help you combineeffective words into
effective sentences.
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Principle 1
Compose clear sentences
using strong, precise, and
positive words
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Principle 2
Use short sentences
which are more effective
and understandable
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Chapter 4 Krizan Business Communication 2005 15
Principle 3
Use the active voice
when writing sentences
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Chapter 4 Krizan Business Communication 2005 16
Principle 4
Emphasize the important
ideas helping the receiver
respond as you wish
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These five principles
will help you organize
sentences intomeaningful
paragraphs.
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Chapter 4 Krizan Business Communication 2005 18
Principle 1
Short paragraphs help the
receiver organize and
understand the message
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Chapter 4 Krizan Business Communication 2005 19
Principle 2
Paragraph unity assuresall sentences in a
paragraph relate to onetopic
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Principle 3
Paragraphs can be
organized using the direct
or indirect plan
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Principle 4
Paragraphs are writtenappropriately when they
emphasize the importantideas
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Principle 5
Paragraph coherenceassures logical transitions
within and betweenparagraphs
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Chapter 4 Krizan Business Communication 2005 23
Of the writing
concepts presented
which three do youfind the most
important? Why?